Let me start by staying that despite working for Accenture, I have always liked McKinsey and I am an avid reader of the McKinsey Quarterly. McKinsey has issued a new doom and gloom report about how zipped, zapped TV with distracted consumers will deliver less 40% less impact soon. So while appreciating McKinsey work in general….this piece is really crap. First the science: There are no facts or analysis to back up their gloomy claims which our research shows to be radically over-stated. Since this is a blog, I do not need to include any facts either, but our reports are packed with facts that show that because TV is declining from a very high level, TV will remain the most important way to market mass goods for the foreseeable future despite this decline (although the formats will morph on to all kinds of devices). In some ways fragmentation is good for TV as it kills off bad ads, clutter and excess frequency!
Now the conclusion: McKinsey finishes the doom and gloom study by saying that the solution is…wait for it…the CMO! Huh? Well, they have their annual CMO conference about now so they might as well pander. I would therefore like to offer my services for free to present at the McKinsey conference explaining why the 30 second spot is alive and well and how to deal with the device morphing that is occurring.
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